John Tabita

Multi-Channel Marketing Campaigns A multi-channel campaign may include direct mail, social media, email marketing, and/or IP Targeting. The following campaign included a direct mail postcard, cold calling, Facebook ads, and a unique Workflow and landing page for each. Use this example as a guide for creating future multi-channel campaigns. Postcard Direct Mail and Cold Calling Campaign This campaign involved two mailings (June 9 and June 21) followed up by sales calls to the recipients. Two reps were selected to participate: • Stacy Calhoun: Central CA • Vickie Jackson: VA, MD and DC Mailing List A list of 1,000 mortgage companies in Central CA, VA, MD and DC was purchased and reformatted for HubSpot, then sent to OPS. Once OPS removed duplicates, the list was returned to marketing and uploaded to the HubSpot CRM.* *See Uploading Lists to HubSpot CRM and Guidelines for Lists for more information. 1 Campaigns that involve cold calling need a unique HubSpot Campaign Property so the salesperson can filter Views when calling and add the property to the contact record’s About section: 2 Postcards were designed and mailed to the 1,000 mortgage companies: 3 Even though the salesperson was making follow-up calls after the mailing, the postcard offered recipients two contact options: 1. Telephone 2. Contact form on landing page: Note: In this instance, the Landing Page was created on the WordPress section of our web site (rather than on the HubSpot COS) and used an embedded HubSpot Form. This may not always be the case, depending on the needs of the campaign. 4 When the recipient filled out the contact form, the following confirmation email is sent: 5 The following internal notification email is also sent to Mike Blair and the appropriate salesperson: So that no one was excluded from receiving this email, “Don’t send to Contacts with low engagement” is not selected: 6 To give the salesperson quick access to the contact record, “HubSpot Contact Record” token was included at the bottom of the notification email: 7 Salesperson should always view contact’s Timeline history to look for additional sales opportunities: 8 Duplicate Records Because the direct mail file did not contain email addresses, HubSpot could not deduplicate the contact record when a postcard recipient chose to fill out the contact form. This created a duplicate record that the salesperson must merge with the original: Original record from direct mail file Duplicate record created by form submission 9 Workflow were used to send the emails: 10 Workflow uses If/then branch to direct the internal email notification to the correct rep (based on sales territory): If/then branch also causes an email confirmation to be sent to the contact, from the appropriate sales rep/HubSpot Owner: 11 Since the customer confirmation email is sent from the HubSpot Owner… …the Workflow must first set the contact’s HubSpot Owner property to the appropriate rep before the confirmation email is sent: 12 This is accomplished by: 1. 2. 3. 4. 5. setting the HubSpot Owner contact property adding a 15 minute delay (to allow time for the property change to take place) sending the internal notification email to the rep sending the confirmation email to the contact repeating for other If/then branches 5 1 2 3 4 13 14 Facebook Campaign We also ran a paid Facebook ad campaign targeting mortgage lenders in the same geographical areas: 15 Anyone who clicked the Learn More button was sent to a similar landing page with a contact form: 16 Since this was a HubSpot Landing Page, a follow up email to the contact was not sent through the form: Instead, this was done using the Workflow. Just like the Postcard campaign, a separate, unique Workflow, internal notification email, landing page, and form was created for the Facebook campaign. Assets shared by both Workflows were: • • Thank You Page (used for both Landing Pages) Confirmation Email that contact received 17 18 Content Marketing Mortgage-specific blog posts and an ebook were created to complement the paid campaign. 19 HubSpot Campaign Although the Workflows were unique for the postcard and Facebook campaigns, a single master HubSpot Campaign was used for everything, and all assets were associated with it: 20 A UTM Tracking Code was created to use for the Facebook Campaign: This was done by: 1. pasting the Facebook Landing Page URL into the URL field 2. selecting the proper Source 3. copying the UTM code it generated, and then providing the code to the social media manager to use in the Facebook Ad campaign 21 Workflow goals were added to track if the Campaign accomplished its sales objectives: HubSpot’s Pipeline lets management track results: Training Pete Forbes conducted sales training and HubSpot technical training for Stacy and Vickie. 22